Healthier Options Make Juice Sales Juicier

July 1, 2005
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Healthier Options Make Juice Sales Juicier

Last year, the juice segment was bruised by the “low-carb” movement, which saw carb-conscious dieters turn away from juices in favor of lower sugar alternatives. While most major juice brands now have a line designed to appeal to low-carb dieters, the low-carb bubble has burst.
But juice manufacturers that committed to the low-carb movement are turning lemons into lemonade by tweaking their products to court not just the remaining carb-conscious consumers, but also those who have a general interest in good health. This strategy seems to be working. Refrigerated juices and juice drinks turned in a 0.3 percent increase in sales for the year ending June 12, 2005, which is improved from the more than 2 percent the category was down last year. Bottled juices and aseptic juices both have seen a decrease in sales – down -1.8 percent and -4.3 percent, respectively.
Top bottled juices by brand
Brand Dollar Sales % Change Vs. Prior Year Market Share % Change Vs. Prior Year
Ocean Spray Cranberry Cocktail/Juice Drink$314,980,600-5.39.1-0.3
Private Label Apple Juice$198,880,4000.45.80.1
Libby’s Juicy Juice Fruit Juice Blend$182,201,0006.95.30.4
Welch’s Grape Juice$138,560,900-13.84.0-0.6
Private Label Cranberry Cocktail/Juice Drink$128,025,000-3.13.70.0
V8 Tomato/Vegetable Juice/Cocktail$120,289,600-1.03.50.0
Hawaiian Punch Fruit Drink$99,589,180-15.12.9-0.4
Ocean Spray Light Cranberry Cocktail/Juice Drink$73,616,15013.42.10.3
Tropicana Twister Fruit Drinks$69,311,210-21.02.0-0.5
Mott’s Apple Juice$67,035,880-1.01.90.0
Category Total$3,453,712,000-1.8    
Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 12, 2005
New health-conscious products that helped turn the juice category around include Pepsi-Cola North America’s portfolio of 100 percent juices and its new line of 50 percent juices called Dole Lights. New Dole Lights are lower in calories and carbohydrates and contain half the sugar of regular juices. Sweetened with sucralose, Dole Lights qualify for PepsiCo’s “Smart Spot” health label. Additionally, Tropicana, which added Light ‘N Healthy with Pulp to its Light ‘N Healthy juice line, partnered with Weight Watchers to put the Weight Watchers Points value on the packaging.
Global juice drink sales(millionS of dollars)
Subsector 2004 Forecast
2005
Fruit/vegetable juice$93,107.1$96,498.2
100% juice$52,084.1$53,323.1
Nectars (25-99% juice)$15,998.1$16,859.4
Juice drinks (up to 24% juice)$24,225.4$25,502.5
Fruit-flavored drinks (no juice content)$799.5$813.2
Source: Euromonitor International, 2005
Apple & Eve, Port Washington, N.Y., weathered the low-carb craze partly because of its 100-percent juice contents. Earlier this year, the company introduced a new line of Tropicals 100 percent juice blends to complement the company’s existing lineup of 100 percent apple juices and cranberry juice blends. Each Tropicals variety – Strawberry Passion Mango, Orange Tangerine, Pineapple Orange Banana and Mango Passion – contains 100 percent of the RDI for vitamin C and the juices contain no added sweeteners.
Welch’s, Concord, Mass., recognized its consumers’ concerns over health and wellness with its Light line. Welch’s Light White Grape, Light Grape and Light White Grape Peach Juice Cocktails have 70 calories per serving and deliver vitamin C and 10 percent of the recommended daily intake for calcium. For those who may be especially conscious of their sugar, carbohydrate or caloric intake, Welch’s Light Juice Cocktails are sweetened with Splenda.  
Cadbury Schweppes’ answer to health-conscious consumers was to release Mott’s Plus – a new line of fortified juices and drinks. Mott’s Plus for Kids’ Health, available in Apple Grape and Apple Punch, is 100 percent juice and is fortified with 100 percent of the recommended daily allowance of vitamin C, 10 percent of vitamin A and 10 percent of calcium. Cadbury Schweppes also added Mott’s Plus Light, a new apple juice beverage made for adults. The product has half the calories and sugar of regular 100 percent apple juice and is fortified with a full day’s supply of vitamin C. Mott’s Plus Light contains 50 percent juice and is sweetened with Splenda.
Adding another marketing point to its 100 percent juice blends, Ocean Spray, Lakeville-Middleboro, Mass., will introduce a new line of Organic 100 percent Juice Blends this fall. Without any added preservatives, sugars or artificial flavors, Ocean Spray’s organic juices are available in three 100 percent juice flavors: Cranberry, Cranberry Blueberry and Cranberry Raspberry. All Ocean Spray Organic 100 percent Juice Blends are certified USDA Organic and carry the seal. Ocean Spray also will be rolling out a new all-natural product line this fall that includes Ocean Spray 100 percent Pure Unsweetened Cranberry Juice.
Already in the organic juice market, Uncle Matt’s Organic added Uncle Matt’s Organic 100 percent Pure Florida Orange Juice, Calcium + Vitamin D, to the lineup. The not-from concentrate juice is made from a blend of Hamlin and Valencia oranges, is flashed pasteurized and contains 30 percent of the recommended daily intake of calcium and 25 percent of vitamin D per serving – as much as a glass of milk. According to the company, it is the first vitamin D-fortified orange juice in the organic segment.
In an attempt to appeal to older youth by bringing them the taste of Hi-C Blast in a package they prefer, Coca-Cola North America released a single-serve package of Hi-C Blast in a 12-ounce plastic bottle multi-pack. The move is consistent with the brand’s strategy to increase the appeal of the Hi-C Blast brand to teens. BI
Top boxed juice drinks by brand
Brand Dollar Sales % Change Vs. Prior Year Market Share % Change Vs. Prior Year
Capri Sun$332,848,900-3.840.50.2
Kool Aid Jammers$88,248,6600.410.70.5
Hi C$77,408,910-13.59.4-1.0
Libby’s Juicy Juice$67,084,6909.28.21.0
Minute Maid Coolers$44,908,510-14.35.5-0.6
Hi C Blast$25,738,710-20.33.1-0.6
Capri Sun Fruit Waves$20,841,040397.02.52.0
Minute Maid Premium$18,038,200-0.92.20.1
Minute Maid$17,977,080-15.82.2-0.3
Hi C Sour Blast$14,335,110163.71.71.1
Category Total$822,382,000-4.3    
Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 12, 2005
Top refrigerated juices by brand
Brand Dollar Sales % Change Vs. Prior Year Market Share % Change Vs. Prior Year
Tropicana Pure Premium Orange Juice$1,144,871,000-5.229.2-1.7
Private Label Orange Juice$412,168,300-5.410.5-0.6
Minute Maid Premium Orange Juice$401,724,500-8.010.3-0.9
Florida’s Natural Orange Juice $245,277,6004.76.30.3
Sunny Delight Fruit Drink$194,645,200-3.45.0-0.2
Simply Orange Orange Juice $165,994,60021.54.20.7
Dole Blended Fruit Juice$99,949,180-1.72.6-0.1
Tampico Fruit Drink$94,508,350-7.82.4-0.2
Minute Maid Premium Fruit Drink $79,438,320-1.62.00.0
Welch’s Fruit Drink$70,421,6201.01.80.0
Category Total$3,916,260,0000.3    
Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 12, 2005

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